Part of the drug sales plan 1 1. Analysis of China's pharmaceutical market environment
1) competitive environment of pharmaceutical enterprises
Over the years since the founding of the People's Republic of China, China's pharmaceutical industry has developed unevenly, making great contributions to people's life and health. Starting with the first batch in China? Medical representative? 1988 appeared in Squibb. In the early 1990s, the promotion of pharmaceutical representatives from foreign-funded enterprises into terminal hospitals began, which became a model for domestic pharmaceutical companies to follow. After more than ten years of development, with the entry of more and more pharmaceutical enterprises, from foreign enterprises to state-owned enterprises and private enterprises, from a few to most enterprises, it has been spreading and developing continuously, and has changed in the unhealthy soil of China. In the past, clinical popularization has undergone a qualitative change. Medical representatives are not just product consultants between pharmaceutical companies and clinicians. Paying doctors for prescriptions has almost become the golden rule of promotion. In order to survive, clinical work has become a magic weapon for some small and medium-sized enterprises to promote drugs. Both pharmaceutical companies and institutions regard hospital work as the main battlefield of market competition and send medical representatives to hospitals one after another. Sales representatives are mixed, ignoring the overall interests of society and enterprises in pursuit of personal interests, which makes the drug market go to a deformed road. At the same time, with disorder, the management department is out of touch, and vicious competition leads to the inflated drug price. This is the current pharmaceutical market environment. Changing the status quo is not only a problem for the competent authorities, but also a problem for pharmaceutical companies to jump out of this strange circle.
2) Pharmaceutical competitive environment under 2)WTO.
With China's entry into WTO, the further opening of pharmaceutical industry, and the entry of some major international pharmaceutical enterprises and large commercial circulation enterprises, China pharmaceutical enterprises have entered the integration period. Because of the efficacy and intellectual property rights of drugs, the competitiveness of some domestic pharmaceutical companies will be greatly reduced, and the mode of foreign companies selling drugs through agents will also change, which will eventually affect the entire pharmaceutical environment.
3) The influence of national medical policy and medical reform on the medical market environment.
On September 30th, the self-examination and self-correction of anti-commercial bribery in the pharmaceutical industry ended. The Ministry of Health is working hard to formulate the scope of commercial bribery, further clarify the boundary between bribery and normal commercial sponsorship, and ask how to prevent and control it. Edge ball? Formulate standards and detailed rules. Preventing and controlling commercial bribery in the pharmaceutical industry will become the normal existence, and the era of selling with gold is coming to an end, and the era of specialized marketing has arrived. National Development and Reform Commission, pharmaceutical industry? Eleventh five-year plan? The introduction of development guidance has given a five-year timetable for medical reform. What has fundamentally changed? Take medicine to support the doctor? Establishing a prescription system open to social pharmacies, speeding up the separation of medicines and realizing a three-level medical insurance system will have a fundamental impact on the sales model of prescription drugs.
2. The basic competitive strategy of pharmaceutical enterprises in the current medical environment.
1) form a cost-based market competitive advantage.
First of all, strengthen the internal management of their own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Production management, personnel, marketing, finance and other management contents. The key is to adopt a management model suitable for the enterprise itself, so as to truly generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.
2) Form a competitive advantage based on intangible resources.
In today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony and a series of memories, and brand has a strong implication. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Secondly, strengthen the company's management ability to improve the professional level of professional promoters, and virtually establish the brand awareness of enterprises. Third, to establish the overall marketing concept, enterprises must earnestly establish the fundamental business concept of relieving patients' pain, and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.
Three. Marketing strategy of pharmaceutical enterprises under the new situation
The formulation process of drug marketing strategy is a process of identifying, selecting and developing market opportunities, and completing enterprise tasks and goals. There are many specific marketing methods and approaches, including drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing combination strategy.
1. Market segmentation marketing strategy, which divides the whole market into several sub-markets and sub-markets by distinguishing consumer groups with different types of consumer needs and desires. The purpose is to find the most favorable market segment in the big market, choose the most effective target market and formulate the most effective marketing strategy, which is beneficial for enterprises to combine their own advantages and the characteristics of market segments, concentrate limited resources and operate drugs that are vacant in the market, so as to obtain economic benefits, and at the same time, it is also beneficial for enterprises to constantly adjust their marketing strategies.
2. Drug market competition strategy. When making marketing strategies, pharmaceutical enterprises should not only segment the market to meet the needs of target customers, but also aim at competitors serving the same target customers, so as to make the enterprises invincible in the competition. Market competition strategy is an organic combination of goals and strategies for enterprises to survive and develop themselves, and to maintain or develop their own strength in the competition. To formulate a market competition strategy, we must first make clear our competitive position and what kind of competitors we are according to the market structure, so as to adopt different strategies. Secondly, we should tap our competitive advantage from the aspects of drug use value, drug price, research and development technology, service and time.
3. Drug market development strategy, pharmaceutical enterprises should study and formulate drug market development strategy while selecting target market and formulating market strategy, that is, enterprises should first carefully determine the existing business and product status of enterprises, evaluate and analyze the strategic profit potential of many businesses and products, and use limited resources to develop businesses and products with good economic benefits. Secondly, determine the strategy through evaluation, and abandon and eliminate some businesses. Therefore, it is necessary to develop new business and new products, explore new markets and formulate new business development strategies.
Finally, after determining the target market and formulating the corresponding competition strategy and market development strategy, another decision-making task faced by enterprises is to formulate a reasonable overall marketing mix composed of marketing mix according to the needs of the target market, internal conditions and external environment.
4. Drug marketing mix strategy, that is, enterprises comprehensively use their controllable marketing tools to implement the mix to achieve the marketing effect, and use 4p (products, prices, distribution channels, promotions) and 4p (customer needs and wishes, customer costs, convenience, communication) and other controllable marketing tools. However, the marketing mix is influenced by many uncontrollable external marketing environments, especially the objective environment. For example, the current aging population, the introduction of a series of national laws and regulations, medical reform policy, WTO, economic globalization and so on. Enterprises should pay close attention to the changing trend of macro-environment and adjust their marketing mix to adapt to the external environment, which is the key to their initiative, success and development. Enterprises should be good at adapting these controllable factors to uncontrollable factors.
Four. 4PS Scheme of Pharmaceutical Marketing Combination
1. Drug variety planning makes drugs an important part of drug marketing. Drugs should be a whole concept, and at the same time, we should establish the concept of high-quality drugs. Drug variety planning requires enterprises to pay attention to different competitive strategies at different stages of the drug life cycle, and at the same time, they must pay attention to re-product development and constantly update products. It is with its new product research and development technology that foreign-funded enterprises are unique in the pharmaceutical market.
2. Drug pricing scheme, drug price is a very sensitive issue at present, and it is also the focus of medical reform. Under the current bidding price, the pricing scheme of impact drugs in cheap pharmacies is particularly important. The tariff of some imported drugs will be further reduced under WTO, which will inevitably make the price reduction of imported drugs have a great impact on some domestic generic drugs, while some drugs with moderate price and good curative effect will have a disastrous impact on domestic generic drugs. So, in the new environment, how do pharmaceutical companies consider themselves?
3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence, and pharmaceutical enterprises need to establish a stable drug distribution channel.
4. Drug promotion plan, with the introduction of the new national medicine policy, pharmaceutical enterprises must introduce a healthy promotion model and new marketing mechanism in new forms, and further strengthen marketing in the following aspects:
1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels.
2) sales can be promoted through academic promotion, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales. This sales model requires enterprises and business personnel to have a complete academic network. Salespeople with professional knowledge are widely used in foreign-funded enterprises at present. In the process of academic sales, if we don't grasp it well, it will also involve commercial bribery. Academic sales is a recognized way in all aspects of current sales forms.
3) Advertising promotes OTC market. Judging from the growth rate of OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition. The marketing of this market is very different from hospital sales, which more embodies the essence of pharmaceutical marketing and promotes pharmaceutical consumption with super-large-scale brand advertising investment.
4) Digital marketing can be carried out, the development of IT industry and the application of e-commerce have injected new vitality into marketing, and online drug trading has begun to become a reality. Using e-commerce to speed up the whole pharmaceutical industry has incomparable advantages, and at the same time, it can save expenses but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.
Verb (abbreviation of verb) abstract
Facing the new medical situation, pharmaceutical enterprises should follow the changes of national policies at any time, strengthen their own software and hardware transformation, pay attention to product development through financial price adjustment strategy, adjust target customers, change the traditional gold-linked promotion method, pay attention to their own brand development, pay attention to market development, and adopt correct competitive strategies. They should regard recent years as market opportunities. After the great integration of the whole pharmaceutical industry, whoever seizes the opportunity will finally gain a foothold in the market and cope with environmental changes.
Some drug marketing schemes II. Situation analysis
(a) opportunity analysis
The accelerated pace of modern life, mental stress, great pressure, excessive drinking, smoking, air conditioning, long-term lack of outdoor exercise and other factors make people's immune function disorder and resistance decline. Immune function is an important physiological function of human body. Immune dysfunction will cause weakness and reduce one's ability to resist diseases. Therefore, some people will have repeated colds, headaches and coughs. At present, the environment is relatively harsh, and sometimes there are influenza-infected diseases, and people with poor immunity are more susceptible to infection. Most cold medicines have side effects, such as allergies, which not only bring harm to people's health, but also treat the symptoms rather than the root cause, just minimizing the probability of infection.
(2) Product advantages
Lianhua Qingwen Capsule has good anti-inflammatory, anti-virus and immunity enhancing effects. Compared with similar products, its advantages are obvious: 1. It has high stability and low incidence of allergic reaction. 2. It can improve the body's immunity and is widely used in clinic.
Inferiority analysis
The unique product advantages and good market prospects make cold medicine manufacturers gather and the competition is becoming increasingly fierce. However, there are strong brands of pure natural Chinese herbal medicines on the market, such as 999 Ganmao Granules. Therefore, Lianhua Qingwen Capsule still needs to solve the following problems:
1, brand awareness is not enough.
2. Unreasonable product pricing
3. The packaging design has no characteristics.
4. Poor marketing channels.
If this product wants to have a good sales prospect, the first problem is to solve the popularity of the product, integrate the advantages of the product, accelerate the market popularization of the product, and cultivate and develop the market.
(4) Risk analysis
As a Chinese patent medicine, Lianhua Qingwen Capsule still has some unclear contraindications and side effects.
Two. 4P pharmaceutical marketing mix scheme
1. Drug variety planning is an important part of drug marketing. Drugs should be a whole concept. At the same time, we should establish the concept of high-quality drugs and control the quality of Lianhua Qingwen Capsule.
2. Drug pricing scheme, drug price is a very sensitive issue at present, and the pricing scheme of affordable pharmacies is particularly important. In the new environment, Lianhua Qingwen Capsule should fully consider the pricing of its own products to make the price more close to the people.
3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence. Yiling Pharmaceutical needs to establish stable drug distribution channels and further develop the distribution channels of private pharmacies of Lianhua Qingwen Capsule.
4. Drug promotion plan. With the introduction of the new national medical policy, Lianhua Qingwen Capsule must introduce a healthy promotion model and a new marketing mechanism into the new form.
Third, the marketing plan
1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels.
2) sales can be promoted through academic promotion meetings and academic promotion sales, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales.
3) Advertising promotes OTC market. Judging from the growth rate of OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition. The marketing of this market is very different from hospital sales, which more embodies the essence of pharmaceutical marketing and promotes pharmaceutical consumption with super-large-scale brand advertising investment.
4) Digital marketing can be carried out, and e-commerce can accelerate the online sales of Lianhua Qingwen Capsule. At the same time, it can save money but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.
Fourth, marketing strategy.
(A) market segmentation
With the different levels of consumers, drug consumers can also be divided into different levels, such as ordinary consumers, advanced consumers and VIP consumers.
(B) Target market selection
In modern society, the immunity of children and the elderly is generally low, while the probability of young people suffering from inflammation is relatively high, so the target market is children, the elderly and customers suffering from inflammation. Promote sales to increase market share and brand awareness and establish a strong brand in the industry. Want to improve market share and brand awareness must do the following two things:
1. To form a market competitive advantage based on cost, we must first strengthen the internal management of our own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Management content, such as production management, personnel, marketing, finance, etc. It is the key to adopt a management model suitable for the enterprise itself, which can really generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.
2. Form a competitive advantage based on intangible resources.
First, in today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony, a series of memories, brand has a strong meaning. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Second, strengthen the company's management ability, in order to improve the professional level of professional extension personnel, and virtually establish the brand awareness of enterprises. Thirdly, in order to establish the overall marketing concept, enterprises must establish the fundamental business concept of relieving patients' pain and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.
(3) Market positioning
1, the main function of the product
Lianhua Qingwen capsule has good anti-inflammatory, anti-virus and immune enhancement effects, and can treat colds caused by excessive internal heat or common cold, with no side effects and lower infection rate.
2. Compared with similar products, this product has obvious advantages.
(1), high stability and low incidence of allergic reaction;
(2) It can improve the immunity of the body.
Verb (abbreviation of verb) marketing mix strategy
(A) product strategy
There are countless cold medicines on the market now, and the popularity of the products can be improved in the following ways:
1. Emphasize the obvious advantages of this product, such as pure nature. Most of the medicines now have side effects on human body, but there is no such medicine in this medicine.
2. Emphasize improving immunity. It is also very attractive to improve the attractiveness of products through packaging, which is also one of the ways to increase sales.
(B) the price strategy
1, cost-oriented pricing: reasonable pricing according to product cost. 2. Competition orientation: determine the price of products according to the price characteristics of competitive products. 3. Customer-oriented pricing:
Determine the price of the product according to the market questionnaire.
(C), distribution channel strategy
Through hospitals, pharmacies, online direct sales, television and other channels, channel sales partners are divided into two categories: first, distribution management customers, which are our key partners. Second, engineering customers are our basic customers.
(4) Promotion strategy
1, we can promote sales by doing promotional activities in pharmacies and using media, internet and other modes.
2. It can cultivate a group of good customers and establish a good social network.
3. Establish a good marketing team.
4. Integrate various local resources and establish a perfect sales network.
5. Strengthen the management of the sales team: implement the three A management system, adopt competitive incentive factors, hold regular sales meetings, establish long-term development ideas, and combine use with training.
6. Plan some promotional activities flexibly according to the market situation and competitors' promotional activities. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.
Abstract of intransitive verbs
Through the above scheme, the brand awareness of drugs can be improved, the sales of Lianhua Qingwen Capsule can be promoted, and a larger market can be occupied.
Some pharmaceutical marketing schemes 3 I. Current pharmaceutical market situation
At present, the whole country is carrying out the rectification stage of the pharmaceutical industry, but this is only the initial stage, so it is still in a state of no specific rules and regulations, and the market is too chaotic. Before the rectification, we must make the existing enterprises bigger and stronger, so as to stand firm in the tide of the industry.
At present, there are many pharmaceutical companies and retail enterprises in various regions, but there must be a clear development direction. Now pharmaceutical companies are not very keen on new products. However, all the varieties sold in the market sell well. But now there is a feature that either the varieties made by hospitals are easy to buy or the prices of similar varieties are extremely low to stabilize the market. Seize most of the market share.
At present, the disadvantage of the pharmaceutical industry is that the prices of the same kind and variety of drugs in the market are quite chaotic, and there is no unified sales price in various regions. The sales prices of Yanhuning in different regions and different manufacturers are also inconsistent, which greatly impacts the sales work in neighboring regions. Some loyal customers have lost confidence, identity and dependence on the company.
In the past, different areas interspersed with each other to do their own business, and the salesmen didn't know much about the sales situation in the connected areas, which was bound to have an impact on their own or others' sales areas. In terms of the sales price of drugs, under the same proportion, the profit is directly proportional to the quantity sold, that is, the sales volume is closely related to the profit.
Second, the annual work plan
To sum up this year, it can be said that it is my own learning stage. X and he gave me this chance. Everyone treats me like a little brother at work and gives me considerable love. I want to say thank you here.
I have been in charge of X and X regions since I started my business. It can be said that X and X have given me these two very good sales areas, which have great expectations for me, but it is quite a test for me. I learned a lot in this process. Including the manners and manners with customers, my eloquence has been exercised and my courage has been greatly improved.
It can be said that during this year, I was not very satisfied with myself. First of all, I failed to create huge profits for the company. Secondly, I failed to convince my customers of myself. Some customers failed to maintain well, lacked understanding of the market and failed to grasp market information in time. These are the first things I want to improve in my work in 2008.
In 2006, a new beginning. Since X handed over the five sales regions of X, X, X, X and X, it can be seen that X and X have made great determination, because these regions are our base areas. It has laid a solid foundation for the development of our company.
3. The following are my thoughts on next year's work:
1. For old and regular customers, always keep in touch. When you have time and conditions, send some small gifts or entertain customers to stabilize the relationship with customers.
2. While having old customers, we should constantly obtain more customer information from various media, including the basic information of the cargo terminal.
3. If you want to have a good performance, you must strengthen your business study, broaden your horizons, enrich your knowledge, adopt diversified forms, and combine learning business with communication skills.
Fourth, the comprehensive situation of each region.
1、
There are many commercial companies in X area, all of which are potential exploitable customer resources. Existing commercial companies belong to the first class customers, larger individuals belong to the second class customers, and personal clinics belong to the third class customers. The commercial companies among these customers still need X's great help. Help me maintain these customer resources and transfer them bit by bit.
2、
In addition to several enterprises, there are some individuals among the existing customers in this area. In the process of individual pharmacy, a large number of medical individuals have not yet developed in various regions, and these small customers can actually create considerable profits for us. I will always look for new customer resources around local cargo terminals and pharmacies, and strive to have more than 100 customer resources in various regions.
3x area is close to Shenyang, and commodity prices are relatively low. Only through regular communication with old customers can we know the current commodity prices. Only in this way can we always attract old customers. In the development of new customers, we should start with superior varieties, such as X-noodles. In addition, local commercial companies must keep an eye on it.
4、
I don't know much about the area, but I know from the side that the area is the most difficult to do, but it is also a big enough challenge. There is a lot of business, but little is done. This is a great pity. In this year, we must pay more attention to these businesses in order to add more fresh blood to our region.
5、
It belongs to the X area, and there are some varieties that need attention in this area, because it belongs to the X variety, but I will try my best to develop new customer resources. Although this area is not easy to run, I must win it. There is no wall that can't be turned over, and there is no hole that can't be crossed.
Combined with the above ideas, the following are my requirements for myself this year:
1. At least 15 new customers should be added every month, and there should be 5 to 10 potential customers.
Make a summary once a month to see what mistakes you made in your work, correct them in time, and don't make them again. And communicate with the backstage in time to get the latest situation and policy support of the unit.
Before meeting the customer, you should know more about the customer's status and needs, and then make preparations, so that you may not lose this customer.
4. We should have a good working attitude towards all customers, but we must never be humble to unreasonable demands made by some customers. Establish a good corporate image for the company.
5, customers encounter problems, can not ignore, we must try our best to help them solve. Before doing things, we must be a man, so that customers can believe in our work strength, in order to better complete the task.
6. Have enough confidence in the company and yourself. Have a healthy, optimistic and positive work attitude, so as to better complete the annual task.
7. Communicate with the business and backstage in other regions and have a sense of teamwork, so as to better understand the latest products and their methods. In order to constantly increase business skills.
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